Like our prehistoric relatives, The New Primal has evolved over the years -- albeit quite a bit faster than our cavemen brethren. Founded with a focus on the primal diet, which is similar to that of paleo, the company initially launched and found success in the meat snack aisle with jerky, beef thins and meat sticks.
But man cannot live on jerky alone and the company has quickly expanded its portfolio into new sections of the store. In 2019, buoyed by its success with marinades, barbeque sauce and buffalo sauce -- now under the sub-brand “Noble Made” -- New Primal expanded into center store, launching dressings and coconut aminos.
The brand has also deepened its partnership with eating plan Whole30, developing a built in consumer base of shoppers looking for plan adhearent options, and retailer Whole Foods Market. Many of the company’s releases debut in the retailer -- and then are further optimized -- before rolling out to conventional and other natural retailers.
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